총 12페이지

PAGE12
THEARGUS,MARCH1,1999
CULTURE
ProblemsofKoreanadvertisingindustry
AdvertisementReflects
NationalStandardofCulture
I.Thepresentsituation
notverypromising. AftertheIMFfinancial
young couple is standing in an
crisis, corporations cut down their expense
A
unfamiliar atmosphere. The man
ofadvertisement. Meanwhile,watchingfor
decides to break the awkward silence and
a chance, transnational corporations will
askstothewoman,“Doyoustillloveme?”
accelerate their publicity activities.
Sheisabithesitantinmakinguphermind,
Advertisementisthecenterofculture. Ithas
‘…’ Theletters“betweenthequestionand
advanced from a means of selling products
answer” are shown on the screen. The
tosuggestingnewstylesandphilosophiesof
woman avoids his sight and hesitates
life. Therefore it will cause a very serious
YiHyun-seung(J-96)
whether to answer yes or no. Then the
problemsifadvertisementbecomesruledby
problemisworkedoutbytheappearanceof
transnational corporations. From a social
OhDong-chun/TheArgus
‘Always Coca Cola’ on the screen. Sure!
point of view, to curtail an advertisement
“Iwanttoinformothersabout
‘Always.’ The woman thinks that he
would give the advertising industry di-
anticipates to hear that answer. Only 15
fficulties, whatisworse,thepresswon’tbe
shortseconds, itisadreamfilledwithlove,
stable because its financing depends on
ourexcellentculture”
parting,andreconciliation.Theprecedingis
advertisement. Accordinglyitispossibleto
an advertisement made by Wieden &
infringe on the communication with people
KennedyinJapan.
whoconsistofoursociety.
Whatdoyouwanttodomostofallbeforeyouturn30? “Atourroundtheworld”the
Advertisements do not compel us to
We should grope to improve the process
heroin of this month said in brief comments to the reporter. Her name is Yi Hyun-
purchase goods,buttheviewercannothelp
of our advertising industry. We cannot
seung and studies in the Japanese Department. She is a very enterprising woman
buyingthepowerfulimageofacommodity.
compete against other countries unless our
contrarytoherfeminineappearance,withlonghairandagentlesmile.
Such epoch-making advertisements are
advertisingfieldisontherighttrack. Inthe
ShelivedinJapanfor3yearsbecauseofherfather’soccupation. Everyweekend,
coming in our nation. TBWA Chiat/Day, a
existing preliminary deliberation system,
herfamilytraveledhereandthereinJapan. “Japanseemedtobemyhometown.” She
transnationaladvertisingagency,hasalready
thereisarealdangerthatthecopywriteris
hadsuchafamiliarandyearningimageaboutthatcountry. ShelikedKyoto,acalm
taken over a controlling share in Taekwang
subjected to restriction on the freedom of
andpeacefulcity,mostofall.
AdvertisingMonthly
Melti Ad, an advertising agency in Korea,
expression. Advertisement also should be
Shesaidthatpeopletherearesokind,especiallyherfirstclassteacherwhotookan
An advertisement of a beer company (above) is doubted to have imitated that of
andhascometoconductitsoriginalbusiness
consideredasacreativeartlikeamoviesand
interestinKoreaandfeltsorryforthebarbarousactsoftheJapanese.
SantoriMalzofJapan(below).
here.
music.
Yilikesdetectivestories,especiallyAgathaChristie’s,sohasabout50volumesof
Transnational advertising agency has
Another problem in domestic the
‘Jahwang’ of Jonggundang Corporation
However deliberation needs to exist
Christie’s books, and what has most attracted her are the excellent psychological
accumulated capital and creativity, essential
advertising industry is imitative
copied‘Marlboro’ofPhilipMorisU.S.. The
because of the influence advertising has on
descriptions. Shewasfascinatedbycarefullythought-outpsychologicaltactics,which
conditions in advertisement. Then how
advertisement. Strictly speaking, imitative
‘StepRoyal’advertisementwasequaltothat
the people. Advertisement is apt to defy
madeherhopetomajorinpsychology. HowevershelearnedtostudyJapanesebecause
abouttherealityofadvertisementinKorea?
advertisement can be divided into three
ofthe‘NanjaNanja’advertisementinJapan
consumers’intellectualjudgment,becauseit
ofherbeautifulchildhoodmemoriesaboutJapan.
Doesithaveanysubstantialcapitalorhigh-
parts?imitation, plagiarism, and repro-
thoroughly in every way, clothes, pose, not
is not mutual communication but one-sided
She has been interested in Korean culture, so played a janggu for 2 years in
qualityhumanresources? Toourregret,the
duction?accordingtomattersofdegreeand
tomentionlay-out.
transmission. But the present Broadcasting
Hannarae, a Korean traditional music group in the Japanese Dept., and took part in
answerisn’tsoaffirmative.
thecharacterofimitation.
Why has such imitative advertisement
Ethics Commission (BEC) is using force
International Youth camp last July under the auspices of the United Nations
Reproduction of advertisement occurs
prevailedinournation? Thereasoncan’tbe
based on the law, and the heteronomous
Educational, Scientific and Cultural Organization(UNESCO) Korean committee.
II. Internalobstacles
whenanadvertiserorderstheadvertisement
only there latively short span of time that
restriction cannot be harmonized with the
There,sheperformedKoreanfolksongs,playingfarmmusicforforeigncampers. She
An obstacle to the advertising industry is
to be finished in a very short time. Then
domesticadvertisinghashadtodevelop.
art.
recalledthattheyweremuchfascinatedwithherperformance.
the right to deliberate. Deliberation of
copy writers search foreign advertising
Accordingly self-controlling organization,
ShetraveledinJapanduringthewintervacationwhenshewasafreshmanandstayed
advertisementresultsfromtheBroadcastAct
material like and
III.Structuralproblems
which are composed of advertising agents,
ataguesthouse,thecheapestlodgings. ShehadachancetodinewithaCanadianand
which took effect in February, 1989.
because to keep their promise to the
The key can be found in a structural
academic circles, and consumer organiza-
asked him what he thought about Korea. He answered, “Aren’t Korea and Japan
Advertisingdeliberationismeanttopromote
advertiserandagentisasimportanttothem
contradiction in our advertising field. The
tions, must be entrusted the task of
equal?” Shewasspeechlesswithamazementandcouldn’trespondbecauseshedidn’t
fair competition of corporations and
as making a good advertisement. Though
right answer is that the culture of
preliminary deliberation, and the BEC had
knowaboutKoreaenoughtoexplainittoothers.
consumerprotection. Deliberationisimpor-
thissituationseemstobeveryexcessive,itis
advertisement is dominated by the logic of
better deal with what self-controlling
Withthisformomentum,sherealizedthatshewasworryinglyignorantofthefacts
tantinbroadcastadvertisementbecausesuch
actually a very common practice. Under
industry. It is called the ‘House Agency’
organizationoverlook.
aboutKoreanculture,andtooklecturesinfolkloreandtheculturalhistoryofKorean
advertisement has an instant influence on
these kinds of existing conditions, they
system.
If self-controlling organization can
arts. LastOctober,sheactedasaninterpreterduringacomparativestudyofKorean
viewers.
reproduce scenes from foreign materials
A house agency is a kind of exclusive
perform its duties as the purge of culture
and Japanese history sponsored by UNESCO. She learned much about our history
However people who are engaged in the
withoutregardinganyobjectionortheirway
advertising agency. In management, the
very well, imitating problems could also be
visitingSeoggul-amCaveTemple,theTripitakaKoreanaandsoon.
advertisingindustryregardthecorrectnessof
ofexpression.
house agency system is dominated by a
resolved. Peoplewhodevotethemselvesto
Thereporteraskedwhetherherparentswerereluctantornot,becausesheoftenwent
standards and consistency of judgment
Plagiarism is a more tactful skill in
holding corporation, because it is under
making advertisements have to recognize
aboutseveralplacesandsometimescannotgotoschool. Shesaidthatherparentsare
imposedbysuchregulationasquestionable.
comparison with reproduction, owing to
capitalofaspecifiedadvertiser. Namely,the
that imitative advertisement is a kind of
gladtoseehercherishinglessons,gainingfromexperiences,andtakingchargewithher
Preliminary de-liberation and ambiguous
transforminganoriginalworkinthewayof
bigtenadvertisingagentsareaffiliatedwith
crime?foritisthestealingofanideafrom
owndoing.
regulationshurtbusinessactivities,reducing
copyinglay-outsorillustrationsfromforeign
chaebols. Cheil Communication (com.) is
others?and follow the dictates of their
Thereporterwantedtoknowhowshefeltaboutourculture.“Ihadthoughtthatour
their size through loss of time and added
data, or simply changing clothes or
one of the allied enterprises of Samsung,
conscience. Besides to curtail imitative
culturewasrustic,unpracticalandsuperstitious,butnowI’mstartingtorecognizeits
expenses. At the present rate of progress,
expressionsofmodels.
Oricom belongs to Doosan, Daehong com.
advertisement,itisneededtotakelegalsteps
superiorityandvalue.”
they may hinder the freedom of expression
For example, ‘Step Royal’ made by the
to Lotte, LG Ad to LG Corporation, Cored
likeacopyrightlaw. Alsoweshouldmake
Travellingaroundseveralplacesofournation,shebeganalsotorecognizethatour
and,moreover,theinternationalcompetition
NamyangDairyIndustryplagiarized‘Nanja
to Haitai, etc. Why do chaebols want to
up the atmosphere in which advertising
culturalinheritancewasbeingdestroyedand,moreover,goodoldcustomsdon’tprevail
ofadvertising.
Nanja’ Japanese bag advertisement and
havetheirown agencies? Itisnotbecause
agents can take pride in their vocation
anymore. Yisaiditisourresponsibilitytokeepourculture.
theycherishadvertisementandrecognizeits
enough to take certain responsibility for
Finallythereporteraskedherwhatshewantedtobeinthefuture.“Ihaven’tdecided
importance, but because they aim to
people and themselves. Finally advertising
forcertain,butIwouldliketoletpeopleoftheworldknowaboutKorea,andforthisI
economize their medium commissions,
agents belonging to chaebols must be
willstudyhard.”
about 15% of their total advertising costs
separated and become independent of cost
Sheisplaningtoworkasan‘aupair’intheU.S.. “Iwanttobeslightlydifferent
ARTICLESWANTED
which should be paid to advertising agents.
andmanagement.
throughaprocess,thoughIcan’talsoavoidfixedcourseslikegettingajob,marriage,
In addition, there is an advantage over
When we consider the importance of
andhavingbabies.”
keepingsecretsoftheirenterprise.
advertisement,itcanbeeasilyseenthatitis
Datingwithherwarmedthereporter’heart. Thisreporterwasimpressedherstruggle
The house agency system is also
astrategicpointofourpublicculturewhich
forwhatshewantstodoandwithherenterprisingspirittobeactiveintheworld. This
TheArgusisnowwaitingforarticlesfromreadersonany
weakened by a lack of creativity owing to
canneverbepassedover.
reporterexpectshertobeacivildiplomatinthenearfuture.
receiving their work from holding
subjecton-and-offcampus.
companies.
ByParkJung-young
The Argus gives designated contribution fee to the
ByParkJung-young
Reporterof CultureSection
IV.Settlementoftheproblems
Reporterof CultureSection
articles.
The forthcoming advertising industry is
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